How Ketchum’s data head approaches measurement

From planning to evaluation, Mary Elizabeth Germaine is all about the numbers.
Measurement is often one of PR pros’ least favorite tasks.
Mary Elizabeth Germaine, partner and managing director for global research & analytics at Ketchum, thinks she knows why that is.
“It’s people coming from a place of fear quite often on the measurement side of things, because they’re just like, ‘well, what if it doesn’t prove that something sold?’” she told PR